STAR DELIVERY by DDB Hong Kong for McDonald's

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STAR DELIVERY

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Industry Catering & Fine Restaurants, Fast food
Media Promo & PR, Case study
Market Hong Kong SAR China
Agency DDB Hong Kong
Associate Creative Director Polly Ko
Executive Creative Director Jeffrey Gamble
Creative Director Frankie Fung, Asawin Phanichwatana
Art Director Winnie Chan
Released June 2009

Credits & Description

Category: Best Use of Television
Advertiser: McDONALD'S HONG KONG
Product/Service: DELIVERY SERVICE
Agency: DDB HONG KONG
Date of First Appearance: Jun 15 2009 12:00AM
Entrant Company: OMD HONG KONG, HONG KONG
Business Director: Louise Woo (OMD HK)
Group Head: Germaine Tse (OMD HK)
Planner: Audrey Fung (OMD HK)
Business Director: Irene Tsui (DDB HK)
Account Director: Amy Fok (DDB HK)
Executive Creative Director: Jeffrey Gamble (DDB HK)
Creative Director: Frankie Fung (DDB HK)
Associate Creative Director: Polly Ko (DDB HK)
Creative Director: Asawin Phanichwatana (DDB HK)
Managing Partner Creative Director: Kevin Chiu (Tribal)
Art Director: Winnie Chan (DDB HK)
Account Manager: Grace Fung (DDB HK)
Interactive Designer: Stella Yuen (Tribal)
Senior Copywriter: Tammy Foo (Tribal)
: Grace Fung (DDB HK)
: Joe Lai (DDB HK)
: Stella Yuen (DDB HK)
: On Yee Lok (DDB HK)
: Tammy Foo (DDB HK)
: Cy Tang (DDB HK)
Media placement: TV - 10" Teaser - 17/06/2009
Media placement: Online - Display Crazy Ad ; LREC - 19/06/2009
Media placement: Weekly - Front Cover ; DPS Write Up - 15/06/2009

Results and Effectiveness
McDonald’s site : -More than 2 million monthly unique visitors (increased by 7.8 times) -More than 70 million monthly page view -Visits per user jumped from 1.5 times to 9.6 times Other sites : -More than 133,700 views in tvb.com & YouTube Most importantly…. delivery sales boomed after launch -Sales up by 104.2% -Guess Count up by 106.8%

Creative Execution
TVBJade teaser promos kicked off the campaign to drive viewers home the once-in-a-lifetime chance of celebrity McDelivery. This immediately drove calls as viewers pursued a special moment with their favourite star. TVBJade followed the stars to film them zipping through the streets in McDonald’s uniforms on McDonald’s bikes and capture the surprise and delight of the customers when their special moment arrived. The stars didn’t disappoint. Each encounter provided fresh spontaneous content including impromptu performances at birthday parties, unscripted conversations, and shared dancing/singing routines. Following each celebrity McDelivery mission, 1-minute segments were aired on TVBJade and McDonald’s in-storeTV; and shared on Facebook and YouTube. Exclusive extended content could be seen on TVB entertainment news programmes, TVB Weekly and mytvb.com. While viewers were engaged in these special moments, different benefits of the McDelivery service were subtly communicated in various creative executions including 24hr delivery, home/office delivery and delivery of chilled items.

Insights, Strategy & the Idea
Competition within the food-delivery segment was already intense before the launch of McDelivery service. Late to the market, McDonald’s challenge was to drive top-of-mind awareness and immediate sales. To leapfrog the more established competition, we needed a big idea for differentiation and activation. McDonald’s owns a special space in the minds of her customers. Other than delivering food, the brand can provide a unique experience to add joy, fun and excitement to their lives. Our strategy was to enrich their lives via a “special McDonald’s moment”. Branded content was the ideal platform to engage the audiences via an entertaining and organic format. Our idea was to have well-known popstars as real McDelivery crew to deliver these special moments to a few lucky callers. In collaboration with leading broadcaster TVB, we delivered a media first by filming unscripted content of these special moments and distributing it through multiple entertainment platforms.